#4 | Why Podcast Targeting Matters For Online Coaches & How To Fix It For Real Lead Generation

0:00In this episode, we're answering the question, does your podcast targeting lack a sense of urgency? And could this be the reason for slower growth? Welcome to How to Grow a Podcast that attracts high-ticket online coaching clients. The show helping coaches, consultants, and experts turn your slow-growth podcast into a profitable client attraction system. At the end of this episode, I'll share a little more about who I am and what we do at my company, getmorelisteners.com. It might even shock you. But for now, let's dive into the episode. In this episode, you'll discover why targeting an audience with urgency can make your podcast irresistible, how to quickly turn your show into a must-listen resource that stands out in your niche, and what you need to focus on to position your podcast as the go-to authority in your space.

0:56This is part two of our urgency series. In part one, we covered delivering your content in an urgent manner, fast-paced, engaging, interactive. If you missed that, go back and check it out. Today, we're focusing on urgency in regards to who you're targeting for your podcast. There's a significant difference between hosting a general show that caters to everyone versus a podcast that specifically targets listeners who have an urgent need for the content you're producing. By understanding the power of addressing a real problem and consistently helping your audience solve that problem, you create a sense of urgency that keeps your listeners coming back for more.

1:43This is when people are eager, excited, waiting for your next episode because they know you're providing massive value and helping them solve an urgent matter in their lives. Think of it this way. A general show is like a grocery store. It offers a ton of different things. Pizza, sushi, bacon, chicken, everything. While that's great, it lacks the focus needed to cater to an audience with an urgent, pressing need. Now imagine a specific shop that only sells coffee. People know exactly what they're getting. And when someone needs coffee, urgently, they go straight to Starbucks or Costa. They don't wander around a grocery store hoping to find it.

2:31Or take it to an extreme. Imagine a store that specializes in natural disaster supplies. When a disaster happens, that store gets flooded with people who desperately need what they're selling. You can do the exact same thing with your podcast. When you solve a very specific, urgent problem for your listeners, they can't ignore you. They need what you're offering. The common mistakes with targeting The major pitfall is lack of focus. If you're talking to everyone, you're talking to no one. When your podcast covers loads of different topics, business, mindset, health, relationships, marketing, it dilutes the appeal.

3:20Without a clear focus, it's really hard to consistently attract an audience seeking a specific solution. Another mistake, not solving urgent problems. Let's compare two podcasts. Podcast A, a general personal development show covering motivation, productivity, habits, mindset, and success stories. Podcast B, a podcast specifically about helping high-achieving women overcome imposter syndrome so they can confidently charge premium prices. Which one is easier to grow? Which one has more urgency? Podcast B, every single time. Why? Because the listeners who need that show really need it. It's solving an urgent, specific problem they're actively trying to fix right now.

4:20If your podcast covers loads of different topics that aren't urgent or important to the listeners you're trying to reach, it's going to be hard to gain traction fast, and even harder to convert listeners into paying clients. So how do you figure out what audience to target and what urgent problems to solve? Step 1. Do market research. This can include surveys, industry analysis, thinking about your own personal experience and the problems you've solved for yourself. One example. We worked with a health coach whose podcast was originally about general health. She conducted a survey with her most engaged listeners, people who had reached out to say how much the show helped them.

5:12She asked simple questions. What attracted you to the show? Why do you keep listening? What are the biggest problems you're struggling with when it comes to everyday health? What she found was astounding. A ton of her listeners were struggling with acne, anxiety, and gut health. That gave her massive clarity. She repositioned her podcast to specifically target people suffering from those three issues. Then she started creating content to match that. Growth exploded. You can do the same thing. If your audience isn't engaged on social media yet, go to Quora and look at popular questions asked by your target demographic.

6:00This gives you invaluable insights into the pressing needs of your audience. Step 2. Create content that addresses those urgent needs. There's no point doing all that research if you don't implement it. Once you've identified the specific pain points your audience is struggling with, start creating content that provides. Practical solutions. Actionable steps. Timely insights. By tailoring your content to address those needs, you create a podcast your audience literally can't live without. Let's say you're a business coach and you discover your audience is desperately trying to figure out how to sign their first high-ticket client.

6:49Every episode you create should tie back to that outcome. Three mistakes that repel high-ticket clients and how to fix them. The exact sales script I use to close$15 ,000 clients. Why you're undercharging and how to confidently raise your prices. When every episode is solving their urgent problem, they can't skip episodes. They need it. It's helping them in a very practical way. Compare that to a general business podcast covering marketing, mindset, operations, sales, and productivity. Sure, they might tune into episodes they like, but they're not following the entire podcast because it's not all made for them.

7:32We want the latter. We want listeners tuning in because every single episode is made for them. That's how you get compounding growth month after month. Here's how to implement this urgency-driven targeting strategy. Step 1. Identify urgent needs and pain points. Do market research. Conduct surveys. Get feedback from engaged listeners. Look at Quora and forums where your ideal clients hang out. That's if you don't already feel clear on the specific urgent pain points your clients actually seek you out for. Step 2. Create compelling content that addresses those needs. Once you've identified the pain points, create episodes that solve them.

8:25Be practical. Be actionable. Give them what they desperately need. Step 3. Engage your community consistently. If you're on social media or in certain communities, start engaging daily. Ask questions. Start conversations. Become someone who's highly valued in your niche, not just through your podcast, but by being actively involved in the community. Step 4. Incorporate timely, relevant content. This is critical. Keep your content relevant by staying on top of current events in your industry. I recently attended a major podcasting event, and one of the biggest insights I kept hearing from successful podcasters getting hundreds of thousands of downloads was this.

9:17The importance of creating relevant, timely content. For whatever topic you cover and whatever pain point you're solving, whether it's gut health, high-ticket sales, imposter syndrome, or relationship challenges, ask yourself, how can I keep my content relevant? How can I stay on top of current affairs in my industry? Let's say you're a health coach focused on gut health. If a new study comes out about probiotics, talk about it on your podcast. If a trending product claims to heal gut issues, give your expert opinion. Or let's say you're a business coach focused on high-ticket sales. If there's a viral post about pricing strategy, address it.

10:03If a well-known coach shares a controversial take on client acquisition, give your perspective. By consistently doing this, you position yourself as an authority. You keep your podcast relevant. And here's the bonus. You can piggyback off trending topics. When current events happen, there's a massive surge in search volume on Apple and Spotify. People are actively looking for content on that topic. When you cover it, you attract a whole new audience who didn't know about you before. This is called newsjacking, and it's one of the fastest ways to expand your reach and gain exposure. Now I want to be clear.

10:48You need a balance of evergreen content and timely content. Evergreen content is valuable forever. It's the foundational episodes people can binge any time. Timely content keeps your podcast relevant and allows you to capitalize on trending topics happening right now. If you only do evergreen content, you can still grow, but it's harder to gain traction fast. The sweet spot is a mix of both. Here's an added bonus most people don't talk about. When you target an audience with a sense of urgency, your marketing becomes ten times more effective. Think about it. If someone is struggling with severe imposter syndrome and they see your podcast advertised on social media saying, how to overcome imposter syndrome and confidently charge$10 ,000, it's very hard for them to ignore that.

11:48If someone is desperately trying to sign their first high-ticket client, and they see your episode titled, The Exact Three-Step System to Land Premium Clients in 30 Days, they can't scroll past it. There's a need. They're going to take action. Your promotional content becomes dramatically more effective because the listeners you're trying to reach literally can't ignore it. So look, most online coaches with podcasts have general shows that don't target an audience with urgency. They cover loads of different topics, which means they might get individual episodes that take off, but the show itself struggles to retain listeners because it's not solving a specific need consistently.

12:36But, when you target an audience with urgency and solve a specific, pressing problem consistently, your listeners become obsessed. They can't wait for your next episode. They binge your content. And most importantly, they book calls with you because you've positioned yourself as the obvious solution to their urgent problem. So, in this episode, we covered why targeting an audience with urgency can make your podcast irresistible, how to quickly turn your show into a must-listen resource that stands out in your niche, and what you need to focus on to position your podcast as the go-to authority in your space.

13:20Thank you for listening all the way to the end. At the start of this episode, I said I'd tell you a little bit about me. So I'm about to share a secret with you, one that might mean you hate me, completely quit listening to this podcast, and think I'm a total scam. However, I want to be transparent. Are you ready? Well, my name is Tony. No, of course that's not the secret. The secret is that I'm actually a robot. My creators are Tig and Anthony, hence my name, Tony. The sick bastards. Anyway, they are the founders of GetMoreListeners.com. In the last five years, they've coached and interviewed over 400 podcasters and generated multiple six figures from their own show.

14:09They gave me access to everything they know, and I'm here to share it with you. So while I don't understand why you humans are so obsessed with coffee, I do understand how to grow a podcast that actually brings you new clients regularly. So here's my offer to you. If you want to finally understand why your podcast isn't growing and get a personalized roadmap to fix it, in less than 30 seconds, you can go to getmorelisteners.com slash onlinecoachaudit. Enter your show name and we'll send you back a free mini podcast audit. It's completely customized to you and your show. That's getmorelisteners.com slash onlinecoachaudit.

14:50The link is also in the show notes of this episode.